Award-winning marketing campaign for e-commerce retailer Wellgosh (a JD Sports brand)

The Brief

Wellgosh is a Leicester based retailer of premium contemporary footwear and clothing. They are one of a handful of companies to receive the latest exclusive releases from brands such as Nike and Adidas.

Releases form a large part of Wellgosh’s business and pretty much sell themselves. It was therefore our mission to increase sales volumes on all of their other ranges.

After teaming up with other digital marketing agencies, and even dabbling with Google Ads automation software, Wellgosh decided to join forces with us.

Our Approach

As all good digital marketing strategies must, we began the process with a thorough audit of the website, their competitors and the industry, to identify how we could improve and build upon existing campaigns.

It quickly became apparent that Google Shopping and Bing Shopping were going to be pivotal in scaling sales volume. For us to properly utilise this tool, we first had to optimise the product feed using our feed optimisation tool.

We also wanted to make use of our Comparison Shopping Service Partner, allowing us to receive up to a 20% discount on product clicks (note: this applies to the SERPS page only).

The next step was to properly segment their campaigns so that we were spending the largest amount of their budget on branded terms such as “nike air max 95” or “adidas yeezy 500”. From our research, we learnt that the Return On Ad Spend was much higher for branded terms than generic terms such as “mens white trainers” or “mens red tshirt”.

To segment the campaigns, we used a complex combination of campaign settings, audiences and negative keyword lists which ensured that we could quickly scale ad spend and revenue without risking a reduction in ROAS.

We also utilised search campaigns and display campaigns across Google, Bing, Facebook and Instagram to increase engagement with target audiences, build brand awareness and drive further revenue.

The Results

• 137% YoY increase in revenue from paid media.
• 131% YoY increase in transactions from paid media
• 238% YoY increase in new customers from paid media

*All results are a comparison of date ranges 01-Jan-2019 – 31-Dec-2019 vs 01-Jan-2018 – 31-Dec-2018.